Branding
Visual Design
Creative direction
Oh!som
Oh!som is a Colombian tahini brand made from toasted sesame seeds, handcrafted by a community in Sincelejo, Sucre. The challenge was to design a brand that could access large-scale retail while supporting a scalable, socially responsible business model for a region historically affected by armed conflict.
As brand and visual designer, I led the development from naming to packaging. I created a purposefully playful identity that combines earthy, artisanal textures with a bright red accent that signals action and momentum.
With a strong visual language and clear brand narrative, Oh!som transforms small-scale production into a platform for growth, market inclusion, and lasting community impact.
Visual Design
El Muro Antiguo
Shelley en El Muro Antiguo was a week-long cultural program reimagining Mary Shelley’s classic through the lens of Latin American gothic romanticism.
As creative director and producer, I led the visual and thematic development of the event, transforming abstract literary ideas into immersive, tangible -and edible- experiences. The program featured eight distinct events including a photography exhibit, floral workshop, pop-up bookstore, and a secret dinner–each curated to explore the tension between beauty and monstrosity.
The dinner, created in collaboration with chef Felipe Gonzalez, was inspired by the poetic and sensual side of monstrosity itself. Each course was designed as an edible metaphor, encouraging guests to reflect on what makes something beautiful, unsettling, or human.
I oversaw the spatial and visual design of every activation, ensuring conceptual and sensory cohesion while allowing each experience to stand on its own. My responsibilities ranged from art direction and partner curation to managing technical logistics and building collaborative partnerships with brands like A New Cross, Loopzu, and Fondo de Cultura Económica.
From invitations to installations, each element was crafted to feel personal, layered, and charged with symbolism. The result was a multi-sensory celebration that blurred the lines between literature, food, and visual storytelling.
Branding
Creative Direction
Aria
Aria is a fractional CFO consulting firm that helps growing businesses navigate financial complexity with clarity and confidence. From mergers and acquisitions to everyday financial challenges, Aria translates data into strategies business owners can actually understand and act on.
In collaboration with María Victoria Márquez, I developed the brand identity to reflect Aria’s core promise: expertise made accessible. The logo features the word “Aria” in a continuous, fluid trace, symbolizing ease, adaptability, and forward movement.
The visual system is guided by the Sage and Magician archetypes–conveying wisdom, trust, and the ability to turn complexity into opportunity. The result is a brand that feels both insightful and approachable–designed to meet business owners where they are, and guide them where they want to go.
Creative Direction
Event Production
AC Vestuario’s Vintage Pop-Up
AC Vestuario’s debut public pop-up marked a turning point for a brand that had been quietly dressing Colombia’s film and TV industry for over four decades. Staged at La Enramada, a well-known art space in Bogotá’s design district, the three-day event reintroduced ACV as a heritage-rich, collection with a unique point of view on sustainability and costume history.
As the project's creative director and producer, I set the visual tone for the pop-up, leading everything from concept development to campaign execution, art direction and production design. This included coordinating styled shoots, digital promo materials, and on-site visuals that supported the brand's first-ever direct to consumer appearance.
Key partnerships with brands like Bavaria and Classic, and educational institutions like Lasalle College, amplified our reach and credibility. From the curation of over 200 pieces to on-site logistics, the event brought ACV’s story into a physical and visual space for the first time—with style and intention.
Branding
Creative Operations
Event Production
Mujeres No Graciosas
Mujeres No Graciosas is a storytelling community and open mic series unlike any other in Bogotá. Blending personal insight with creative expression, it invites participants to step up to the mic and share stories, poetry, letters, or reflections in an open and welcoming space. Over six years, it has grown into the largest event of its kind in the city, known for its warm atmosphere, sharp visual identity, and loyal following.
As the creative director and producer, I developed the event concept and designed a cohesive visual experience that centered the community while expanding our audience. By working closely with local artists, I helped shape the brand’s look and feel–from poster design to social assets_creating a visual language that felt playful, poetic, and unmistakably ours. This consistency and strategic community engagement helped increase attendance by 75% in the first year.
Behind the scenes, I introduced a scalable production system that cut planning time in half and allowed us to move quickly from ideation to launch. I also negotiated venue partnerships and coordinated appearances at major cultural events such as La Pájara Pinta, all while managing day-of logistics, themed menus, and registration workflows. These operational improvements led to a 60% increase in repeat attendance over just two months.
Visual Design
